Información del artículo
Resumen
Las empresas están otorgando cada vez más importancia a la promoción de ventas dentro de sus programas de comunicación debido, fundamentalmente, a que estas acciones generan una respuesta casi inmediata en el consumidor. Sin embargo, no todos los consumidores responden ante las promociones. El presente trabajo analiza las características psicográficas de aquellos consumidores que modifican su comportamiento ante una promoción, los denominados consumidores propensos a las promociones. Para ello se ha aplicado una encuesta a 425 individuos que realizan la compra del hogar. Los resultados han identificado tres tipos diferentes de propensión: a folletos, a vales y a promociones desarrolladas dentro de los establecimientos; posteriormente, se han buscado características diferenciales entre los tres tipos de propensión. A nivel general, las personas preocupadas por los precios son propensas a las promociones, pero el ahorro no es la única razón que explicaría por qué compran productos promocionados. Aspectos como ser impulsivo, ser innovador o disfrutar realizando la compra influyen también en alguna de las propensiones identificadas.
Palabras clave:
promoción de ventas
segmentación de mercados
comportamiento del consumidor
Abstract
Companies are increasingly attaching more importance to sales promotions within their communication programs. The main reason for the increase in the use of promotions is their immediate effect on the consumers. However, there are some consumers that do not respond to promotions. This work analyses the psychographic profile of deal-prone consumers. A personal survey was conducted with a sample of 425 individuals who regularly buy package food and cleaning products. In the study, three kinds of deal-proneness are differentiated: proneness towards features, proneness towards coupons and proneness towards in-store promotions. The results prove that there are relationships between some psychographic characteristics of consumers and deal-proneness. In general, price consciousness consumers are deal-prone. However, savings are not the only reason to buy a product on promotion. Deal-proneness is influenced by other aspects as impulsiveness, innovativeness or shopping enjoyment.
Key words:
sales promotion
market segmentation
consumer behaviour
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Los autores agradecen la ayuda financiera recibida del CICYT (proyecto SEC2002-03949) y del Gobierno de Aragón (proyecto GENERES: S-09 y proyecto PMO 062/2004).
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